Coors Brewing Company, inventor of the first 100% recyclable aluminum can, has kicked off its latest sustainability initiative by announcing a partnership with Recyclebank®, the company that rewards people for taking everyday green actions with discounts and deals. The program, Coors Recycles®, will support the Recyclebank mission to promote environmentally conscious waste disposal through a monetary contribution and special packaging.

A portion of select Coors Light and Coors Banquet packages sold now through March 31, 2013, will help fund a contribution of up to $250,000 from Coors Recycles to Recyclebank. Recyclebank will use these funds, in part, to build a national online campaign to educate consumers about the benefits of aluminum recycling and reward them for their engagement. Purchasers should look for the Coors Recycles logo and messaging on specially marked packages to participate.

“We’re proud that Coors Brewing Company invented the first 100-percent recyclable all-aluminum can in 1959,” says Pete Coors, MillerCoors chairman of the board. “The Coors Recycles program aims to remind legal-drinking-age consumers of the importance of recycling their beer cans, and through Recyclebank, offers them a refreshing way to get involved in a greener lifestyle at varying levels.”

Today, 152 million aluminum cans are recycled each day, Coors relates, making them the most recycled item in the U.S.

“At Recyclebank, our valued partners join us in the ongoing challenge to generate economic, environmental, and social benefits for communities across the country,” says Jonathan Hsu, CEO of Recyclebank. “With Coors Recycles, we look forward to increasing community engagement and offering rewards for green actions in the form of valuable savings.”